Polaroid, Lady Gaga Launch New Product Line

The pop singer, who was named the Minnetonka-based company's creative director last year, has co-designed a line of gadgets called Grey Label.

Minnetonka-based Polaroid Corporation and its creative director, pop icon Lady Gaga, on Thursday announced the launch of a new line of gadgets.

The Polaroid Grey Label, co-designed by Gaga, debuted three products-GL10 Instant Mobile Printer, GL30 Instant Digital Camera, and GL20 Camera Glasses. The announcement was made at the consumer electronics show in Las Vegas.

The mobile printer, which will be available May 2011, is Bluetooth-enabled and can immediately print 3-inch-by-4-inch pictures taken on a phone. Polaroid has suggested a retail price of $149.99.

The GL30 instant camera is a combination of Polaroid's traditional instant printing and a digital camera, as the camera lets users print photos after shooting them.

The GL20 Camera Glasses are sunglasses that let the wearer take a picture of what he or she is looking at and display the image on 1.5-inch LED screens on the lenses. Prices for the camera and the sunglasses, which are both scheduled to go on sale later this year, are yet to be determined.

“The Polaroid Grey Label line embodies the Polaroid brand, with an injection of the future-looking fashion and design mantra of Lady Gaga that simply can't be replicated,” Scott W. Hardy, Polaroid's president, said in a statement. “It represents Polaroid innovation for the new generation, one in which there are no limitations to sharing creativity through photography, both physical and digital.”

The company named Lady Gaga its creative director a year ago, not long after it was bought by PLR IP Holdings in a bankruptcy auction in May 2009.

Polaroid filed for Chapter 11 bankruptcy protection in December 2008, after its owner, Tom Petters, was arrested for running a $3.65 billion Ponzi scheme.

PLR IP Holdings is a joint venture between Boston-based investment firm Gordon Brothers and Toronto-based private-equity firm Hilco Consumer Capital.

The Polaroid brand, known as a pioneer of instant photography, in recent years, has expanded into flat panel televisions, portable DVD players, digital photo frames, and digital HD camcorders.